Mastering Multilingual Marketing Part 2

Mastering Multilingual Marketing:Streamlining Your In‐Country Validation ProcessPlease note that the audio for this webcast will be streamed.

Presented by Bert EsselinkModerated by Paula ShannonApril, 2009

About Lionbridge

Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries

• Global network of 25,000 translators

Market LeadershipMarket LeadershipLeader in $12B services industry• Translation and adaptation of products

and content for international markets

Global ClientsGlobal ClientsRecurring relationships with 500+

Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+

global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client

Web-based language technology platform• Enhances competitive advantage• Drives efficiency

Company confidential – distribution prohibited without permission

Introducing Translation Validation

A client review of a translation provided by an external provider to ensure the quality of the final text.



A client review of a translation provided by an external provider to ensure the quality of the final text.

Ensure translations are at agreed quality levels

Provide feedback to translators about quality of deliverables expectations

Obtain approval from local country representatives who might use the translations (internal clients)might use the translations (internal clients)



A client review of a translation provided by an external provider to ensure the quality of the final textprovider to ensure the quality of the final text.

Ensure translations are at agreed quality levels

Provide feedback to translators about quality of deliverables expectations

Obtain approval from local country representatives who might use the translations (internal clients)

In most cases, in‐country representatives from the organization that outsources the translation. For example, a local marketing or product manager


local marketing or product manager.

Without managing validation…


Common Issues

Local market translation validator is expecting localcopy, not translated copy.


Common Issues


Validation is a bottleneck in the release schedule, takes far too long.


Common Issues



No clear instructions or guidelines exist for the validators.validators.


Common Issues




Local market validator spends way too much time reviewing or rewriting translationsreviewing ‐or rewriting‐ translations.


Common Issues




Local market validator spends way too much time reviewing or rewriting translationsreviewing ‐or rewriting‐ translations.

Translators don't want to enter preferential changes


that alter the meaning of the source text.

Key Considerations

Do we have validatorsavailable for all requiredall required languages?


Key Considerations

Do we have validatorsavailable for all required

Will the in‐country all required

languages?

yresources have the time and skills to perform this pvalidation?


Key Considerations

Do all translations need to be validated

l b t?or only a subset?



languages?

yresources have the time and skills to perform this pvalidation?


Key Considerations





languages?

yresources have the time and skills to perform this

Can the validation process be outsourced to a third

pvalidation?


be outsourced to a third party?

Key Considerations





languages?


Who tells validators what to focus on h i i


pvalidation?


when reviewing translations?


Key Considerations


l b t?

How to avoid delays caused by lid i i or only a subset?validation, i.e.

who manages the validation process? Do we have process?

validatorsavailable for all required


languages?




pvalidation?




Key Considerations


l b t?


who manages the validation process?

How to track Do we have process? comments and measure quality?



languages?




pvalidation?




Key Considerations


l b t?


who manages the validation process?

How to track Do we have process? comments and measure quality?


Will the in‐country

How to avoid complete rewrites of translations that violate global branding

all required languages?



violate global branding guidelines?


pvalidation?




Validation Models – The Options


Validation Models – The Options

• What is validated – language only or also readiness for target audience?• What are the volumes i e what is the validation workload?• What are the volumes, i.e. what is the validation workload?• How critical is time?


•In‐country sales, marketing, product managers• Third‐party validation supplier

Translation Process

Client In-Country Reviewers

Translation Project Management Office

Client and/or Advertising Agency

In-Country Translators

Handoff Source File

Analysis, Quoting

P f T l ti & V lid tPrepare for Translation

Translation & Editing

Quality Control

Validate Translations A

Control

Conversion & Layout

Validate Translations B

Project Closure

Printing / Publishing

Incorporate Changes


When to Validate?

• Sample‐based spot checks

• Useful to provide direction to translators


When to Validate?

• Sample‐based spot checks


• Translation / language quality focus• Common when using TMS or GMS


When to Validate?

• Sample based spot checks• Sample‐based spot checks


• Translation / language quality focus• Common when using TMS or GMS

• Final product / layout focus

Common when using TMS or GMS

• Final product / layout focus• No link to TM or multiple DTP cycles


How to Validate?

Validator reviews translations and provides Translate

Validate & Comment

comments

Translator enters changes and resubmits

Advantages: translator learns from changes, easier

Validate & Comment

to update translation memory

Disadvantages: commenting takes long, entering changes even longer

Enter Changes


How to Validate?

Validator reviews translations and provides Translate

Validate & Comment

comments

Translator enters changes and resubmits

Advantages: translator learns from changes, easier

Validate & Comment

to update translation memory

Disadvantages: commenting takes long, entering changes even longer

Enter Changes

TranslateValidate & Edit

Validator reviews and edits/updates translationsValidate &

Edit

Approve Changes

Translator reviews and approves changes and approves (optional step)Advantages: speed (two steps in one)Disadvantages: translator doesn't process changes


ChangesDisadvantages: translator doesn t process changes, more difficult to update translation memory

Validation Technologies

•Paper•Paper•Paper•Paper



•Paper•Paper

• Microsoft Word: Track changes•Paper

•Paper

changes

• Adobe Acrobat: Annotated PDF



•Paper•Paper

• Microsoft Word: Track changes

• Globalization/Translation Management System ( / ) l•Paper

•Paper

changes

• Adobe Acrobat: Annotated PDF

(GMS/TMS): online review (e.g. Freeway)

• Online XML Editor or CMS

• Wiki


Microsoft Word


Adobe PDF


Translation Validation – Freeway


Translation Validation – Online XML Editor


Wiki


Translation Validation Options

Validator Layout? Advantages Disadvantages

1 Track changes in No • Everyone knows Word • Not ideal for tagged 1 Track changes in Microsoft Word

y• Full freedom to edit

ggformats (xml, html)

2 Online validation tool No • Online error tracking • New tool to learn for in GMS/TMS (only

preview)• Connected to TM

• Included in workflowvalidators

• No offline validation

3 Annotated PDF or M k P i t t

Yes • Everyone can use PDF

• No editing (only commenting)Markup on Printout PDF commenting)

• Not connected to TM

4 Online XML Editor, Wiki or CMS

Yes • Online change tracking

• New tool to learn for validatorsWiki or CMS tracking

• Included in workflow• Full freedom to edit

validators• No offline validation• No direct connection

to TM


Translation Quality Tracking

Perception of QualityQ y



Perception of Quality

What to Measure?Q y




What to Measure?

Key Performance Q yIndicators



Translation versus Localization

In marketing translations it's all about bridging the gap from translated to localized copy


In marketing translations, it s all about bridging the gap from translated to localized copy.Close collaboration between translator and validator should reduce review time.

What to measure?

Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?


What to measure?


Language quality• Grammar/spelling punctuation style/tone/literal translation

Number of errorsNumber of errors

Grammar/spelling, punctuation, style/tone/literal translation

Translation quality• Mistranslation, inconsistency, omission/addition, compliance to instructions

Subject knowledge• Terminology understanding numericalTerminology, understanding, numerical


What to measure?







Error weighting should differ per content typeError weighting should differ per content type


What to measure?








Consider repeated mistakes as oneConsider repeated mistakes as one


What to measure?








Consider repeated mistakes as oneConsider repeated mistakes as one


Exclude sourceExclude source‐‐related "errors"related "errors"

Key Performance Indicators

First, decide what to measure

Next, define Key Performance Indicators (KPIs)

Examples:f d l b h d• Of n sentences reviewed, only 5% can be changed.

• Of all projects, 2% of projects with rework is accepted.• Of n words translated, only 10 translation errors are accepted.• Of all deliverables, only 4% can be a no‐pass.

Baseline established after first project

Tracking KPIs is ideally (semi )automatedTracking KPIs is ideally (semi‐)automated

Start tracking macro information, then focus on details


Validation Best Practices

Why?Why?

Consider well why you are validating – what are the objectives?

Write instructions for the validators sothe validators so they understand the task and objectives.



What?What?Why?Why?

Think about what to validate –everything or just spot checks?

Consider well why you are validating – what are the

Decide what quality metrics and KPIs you want to measure

objectives?

Write instructions for the validators so want to measure.the validators so they understand the task and objectives.



Who?Who?What?What?Why?Why?


Choose who will validate –internal or external, linguist



or SME?

Decide who will manage the validators and the

objectives?

Write instructions for the validators so want to measure. validators and the

validation planning.

the validators so they understand the task and objectives.



Who?Who?What?What? When?When?Why?Why?



Decide at what point in the process you will validate.



or SME?


Manage & monitor the timing carefully to avoid delays in

objectives?



avoid delays in publication.




Who?Who?What?What? How?How?When?When?Why?Why?



Decide at what point in the process you will validate.

Choose the most suitable translation validation



or SME?


Manage & monitor the timing carefully to avoid delays in

process and tool.

Ensure the process and tool is clear and easy‐

objectives?



avoid delays in publication.

is clear and easyto‐use.



Knowledge Center

www.lionbridge.comwww.lionbridge.com

• Building Stronger Brands Around the World: A Guide to Effective Global Marketing

Download White Papers

• Strengthening Global Brands: Key Steps for Meaningful Communications around the World

• Building a Global Web Strategy: Best Practices for Developing your International Online Brand

View Webinars

• Web Globalization Trends to Watch• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)

• Web Globalization Trends to Watch• The Art and Science of Global Navigation• The Best Global Web Sites (and Why)


Mastering Multilingual Marketing Part 2

Business

Transcript of Mastering Multilingual Marketing Part 2